P&G’s latest research
reveals that people are affected by multi-sensory influences even more
than they realize, and at some point they stop wearing clothes because
they lose the multi-sensorial properties that originally drew them in
– their specific look, feel and handle. These cognitive – but for
the most part unconscious -responses our brain makes to the sensorial
properties of fabrics can mean that a garment is relegated to the back
of the wardrobe and not worn again. Combining this cognitive knowledge
of our multi-sensory brains with an unrivalled expertise in the science
of the beauty and care of clothes, P&G Fibre Scientists have been
exploring fabric care innovations to help maintain the desirable sensorial
attributes of clothes, so we can wear and love them for longer.
Cognitive
Science meets Fibre Science
The link between the
senses and fashion choices isn’t new but what is, is the explosion
of sensorial fabrics seen on catwalks and in mainstream fashion retailers.
As sensorial fabrics become an even bigger part of consumers’ wardrobes,
P&G has identified a need to respond; taking its 3-Step Fibre Science approach – to Clean,
Protect and Enhance the clothes that people love –and applying it
to benefit the multi-sensorial fabric properties that influence people’s
relationship with their clothes.
The
P&G vision
Vice President of P&G
Fabric Care Europe, Robert van Pappelendam comments:
“It is P&G Fabric
Care’s belief that people are increasingly looking to the clothing
industry, as well as fabric care experts, to make fashion more accessible
and easier to clean and care for. This is why we’ve been working with
fashion designer Giles Deacon and respected fabric trends
forecaster Première Vision, to forge a link between fabric care and fashion
so we can develop products that respond to macro trends in the fashion
and fabric industry. At the same time, we’ve also been working with
the leading cognitive science professor, Dr Lawrence Rosenblum, to better
understand how people’s perception and relationship with their clothes
is unconsciously influenced by the multi-sensory properties of fabrics.
This knowledge is at the very heart of our latest innovations to help
us reinvigorate and lengthen the relationship consumers can have with
their favourite garments.”
Working
with experts
Dr.
Lawrence Rosenblum, cognitive psychologist comments:
“Fabrics can evoke
a range of sensations and perceptions affecting our memories, mood and
even self-esteem. Human perception not only plays a part in the clothing
we choose to buy, but if we still select it from our wardrobe twelve
months on, we may change how we feel towards the fabric due to multi-sensorial
influences. It’s fascinating to be involved in P&G Fabric Care’s
response to this challenge.”
Giles
Deacon,
P&G Fabric Care Global Fashion Consultant said:
“For me, designing
clothes is not simply about creating an impact on a catwalk; I want
my designs to be clothes that people love, feel good wearing and also
last, which is why the 3-Step Fibre Science innovation led by P&G
is so important. Knowing that fabrics can receive the quality of care
they need to keep their shape, colour and texture is critical. P&G’s
constant innovations in Fabric Care inspired my first ever machine washable
designs amongst my AW14 London Fashion Week collection and the exclusive
range I’ve created for Ariel and Lenor that will be unveiled this
November.”
P&G
Future Fabrics
P&G Fabric Care
will be revealing how its 3-Step Fibre Science approach has influenced
its new products at the P&G Future Fabrics event in Berlin. Now
in its second year, the P&G Future Fabrics event will focus on the
theme of Fabric of the Senses – the desire to experience fabric and
fashion in multi-sensory dimensions. Guests will explore the revolutionary
new approach to fabric care innovation that is inspired and informed
by the cognitive science of human multi-sensory perception.
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